Yijia (Vita) Cao

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PhD in Management, Marketing  

Educational Background

• Master of Science in Digital Marketing, King’s College London (Distinction)
• Bachelor of Science in Business Administration, Ball State University (Cum Laude)

Reasons for Choosing Laurier

Laurier's faculty are leaders in their fields, providing valuable mentorship. My research interests align closely with the specific faculty member, which promises a strong and productive collaboration. Additionally, Waterloo offers a quiet and conducive environment for focused study. This blend of expert guidance, shared interests, quality resources, and a peaceful study setting makes Laurier the perfect fit for my academic journey.

Research Interests

My research focuses on influencer marketing, with a particular interest in how generative AI capabilities are progressively transforming both human and virtual influencers and reshaping marketing communication. Methodologically, I draw on a wide range of empirical techniques (e.g., experiments, surveys) and remain open to any approach that captures real-world consumer behavior and psychological processes.

My work has been published in the Journal of Consumer Marketing, with additional papers currently under R&R or review at International Journal of Advertising, Journal of Retailing and Consumer Services, and International Journal of Research in Marketing.

Career Goal

After completing my PhD, my goal is to secure a tenured faculty position at a reputable university. I am dedicated to both teaching and research, and I want to share my expertise in digital consumer psychology with students and colleagues. My goal is to inspire and mentor the next generation of scholars while continuing to advance knowledge in my fields of interest. I am committed to a lifelong journey of learning and growth.